Canterbury rugby ambassadors Dylan Hartley and Will Greenwood front a hidden camera stunt spot that tests unsuspecting England rugby fans’ commitment to the team shirt via a set of comic live scenarios.
Initially each fan is personally greeted by England Rugby captain Hartley in the lobby of of the London Marriott Hotel Twickenham before World Cup winner Greenwood, a security guard and a sticky fingered child appear to add a touch of drama.
After a brief introduction, Hartley leaves each fan alone with his test match shirt for the upcoming RBS 6 Nations Test with France – leaving strict instructions to protect the shirt at all costs.
The initiative, developed with partnership agency Synergy, saw hidden cameras dotted around the hotel lobby following the fans as they were put through the fun tests.
The fans in the footage were selected at random in a prize draw after each has bought the Canterbury England Rugby alternate shirt.
Launched simultaneously across the brands digital and social channels including YouTube,
— Canterbury (@canterburyNZ) January 31, 2017
The assets also aim to drive fans online to ‘Shop the England Rugby shirt here https://goo.gl/ZSeMEy’.
All the stunt-related content pieces run with the brand’s umbrella tagline hashtag #CommittedToTheGame.
The same line is consistently carried across Canterbury’s marketing: from its parallel 6 Nations ticket competition
— Canterbury (@canterburyNZ) January 25, 2017
and England fan engagement strand,
BREAKING | Your England squad for the 2017 RBS 6 Nations…
— England Rugby (@EnglandRugby) January 20, 2017
plus other 6 Nations tournament and Ireland-led content,
— #rugbyireland (@RugbyIre) January 12, 2017
as well as its current parallel ‘Train For Your Game’ general rugby campaign which also features Hartley,
— Canterbury (@canterburyNZ) January 27, 2017
alongside other star players from the world of rugby in Canterbury’s endorser stable including Barbara Auva’a,
— Canterbury (@canterburyNZ) January 30, 2017
— Canterbury (@canterburyNZ) January 29, 2017
and Robbie Henshaw.
— Canterbury (@canterburyNZ) January 28, 2017
Fresh from its full-on British & Irish Lions shirt launch campaigns (see case study), this funny stunt, which follows on from Canterbury’s ‘Join The Committed’ England fan experiences competition last year (see case study), looks set to generate England fan brand engagement, boost excitement ahead of the 6 Nations and help shift a few shirts too.
It follows in a long tradition of rugby sponsor and sportsbiz viral hidden camera stunts: some of our favourites have come from beer brand and rugby sponsor Heineken’s – such as its 2016 England/Ireland fans pub singing stunt (see case study), its Jonah Lomu led ‘The Machine’ hidden camera stunt (see case study) and the same brand’s Neil Back fronted #RunWithIt stunt (see case study).
England Rugby Website: